Mobile advertising isn't just about creating ads that look good on phones. It's about understanding the people that carry those phones, and creating experiences that lead to a satisfied customer and a quantifiable purchase.

Most marketers understand the power and potential of mobile ads—they just don't know how to measure it. The perceived lack of integrated campaign KPIs has caused CMOs to hesitate in their commitment to mobile.

In today's complex mobile environment, it's incredibly difficult to find out who saw your brand's ads, let alone what they did next. Despite the fact that U.S. mobile ad spend is expected to eclipse $40 billion by 2019, according to Forrester, marketers still struggle to set expectations.